Ahead of the February half-term, National Highways launched its Airport Panic and Car Trouble campaign to raise awareness about the risks associated with half-term travel. With 80% of drivers finding airport journeys more challenging than other winter trips, the campaign highlighted the importance of vehicle safety checks, proper planning, and taking breaks during long journeys. Partnering with Kwik Fit for free vehicle safety checks, National Highways aimed to ensure that millions of families traveling during the break would reach their destinations safely and stress-free.
Challenge
- High Travel Stress: 80% of drivers find airport travel more stressful than other winter journeys, citing time pressure, severe weather, and unfamiliar roads as key challenges.
- Lack of Vehicle Checks: 55% of drivers don’t know how to check their tyres, and 25% are unable to perform any vehicle checks, increasing the risk of breakdowns.
- Risky Driving Behaviours: 10% of parents admit to driving for five hours without a break, and 54% say they wouldn’t cancel their trip even in severe weather.
Key Statistics
- Airport Travel Stress: 80% of drivers find airport travel more challenging than other winter journeys.
- Lack of Vehicle Maintenance Knowledge: 55% of drivers do not know how to check their tyres, and 55% don’t know how to check their oil.
- Penalties for Unsafe Driving: Driving on unsafe tyres can lead to fines of up to £10,000 and 12 penalty points.
Action
Promoting Safe Travel with TRIP: National Highways introduced the “Have a Safe TRIP” campaign, encouraging drivers to Top up, Rest, Inspect, and Prepare. This easy-to-remember guide aimed to make vehicle checks a routine part of travel preparation, reducing breakdown risks and enhancing road safety during the busy half-term period.
Partnering with Kwik Fit: To support drivers who felt unsure about vehicle maintenance, National Highways partnered with Kwik Fit to offer free vehicle safety checks. This partnership provided a practical solution for those unable to perform checks themselves, ensuring more vehicles on the road were safe and roadworthy.
Driving Traffic to the National Highways Website: The campaign promoted the importance of vehicle safety while consistently directing drivers to the National Highways website for detailed tips, resources, and step-by-step guides on preparing for long journeys. This strategic push ensured drivers had easy access to essential information, empowering them to take proactive steps for safer travel.
Results
- Extensive Media Coverage: The campaign secured 9 media opportunities, reaching a total audience of 1,260,000 across platforms like Southside, Lincs FM, KMTV, BHBN, and Gateway, effectively delivering key safety messages to families preparing for half-term travel.
- Public Engagement: The TRIP campaign’s simple and memorable messaging resonated with drivers, encouraging many to prioritise vehicle safety. The partnership with Kwik Fit saw significant uptake in free vehicle safety checks, ensuring that more cars were road-ready before long journeys.
- Encouraging Action: By providing accessible safety resources and partnering with a trusted service provider, National Highways helped reduce the risks associated with half-term travel, promoting safer, smoother journeys for families across the UK.
